ABOUT THE SPEAKER
John Hodgman - Expert
John Hodgman is a writer, humorist, geek celebrity, former professional literary agent and expert on all world knowledge. He was the bumbling PC in Apple's long-running "I'm a Mac; I'm a PC" ad campaign.

Why you should listen

You may know him only as the PC in Apple's PC vs. Mac smackdown ads, or as the Daily Show with Jon Stewart's Resident Expert. But John Hodgman has many other claims to fame. He's the author of The Areas of My Expertise, which provides vital and completely fake details on the great lobster conspiracy, hoboes, nine US presidents who had hooks for hands, and how to win a fight; the followup More Information Than You Require; and his newest (and he claims last), That Is All.

He is a contributing writer for the New York Times Magazine; host of the Little Gray Book Lectures, a monthly series that has aired on This American Life; and an actual former professional literary agent.

More profile about the speaker
John Hodgman | Speaker | TED.com
TED2012

John Hodgman: Design, explained.

约翰・霍奇曼: 设计,及其解释

Filmed:
1,200,050 views

喜剧演员和民间专家,约翰・霍奇曼,“解释”了现代设计的三个标志性案例。 (取自TED2012设计工作室专场,由奇·派尔曼和大卫·罗克威尔策划组织。)
- Expert
John Hodgman is a writer, humorist, geek celebrity, former professional literary agent and expert on all world knowledge. He was the bumbling PC in Apple's long-running "I'm a Mac; I'm a PC" ad campaign. Full bio

Double-click the English transcript below to play the video.

00:16
Today今天 I'm going to unpack解压 for you
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今天我将给你们解析
00:18
three examples例子 of iconic标志性的 design设计,
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3个现代标志性的设计案例,
00:21
and it makes品牌 perfect完善 sense
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我觉得自己是非常合适的人选
00:22
that I should be the one to do it
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来解释这些
00:25
because I have a Bachelor's本科 degree in Literature文学.
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因为我有文学本科文凭。
00:29
(Laughter笑声)
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(笑声)
00:30
But I'm also a famous著名
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但是我在电视圈里
00:31
minor次要 television电视 personality个性
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也是个小名人
00:34
and an avid狂热 collector集电极 of
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和一个狂热的
00:36
Design设计 Within Reach达到 catalogs目录,
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设计作品收藏者,
00:37
so I pretty漂亮 much know
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所以我很清楚
00:39
everything there is.
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这里面的猫腻。
00:41
Now, I'm sure you
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现在,我很确定你们
00:42
recognize认识 this object目的;
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可以认出这个东西;
00:44
many许多 of you probably大概 saw it
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你们当中的很多人很有可能见过它
00:45
as you were landing降落 your private私人的 zeppelins飞艇
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当你们的私人飞艇
00:47
at Los洛杉矶 Angeles洛杉矶 International国际 Airport飞机场
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在过去的几天里
00:49
over the past过去 couple一对 of days.
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降落在洛杉矶国际机场时。
00:52
This is known已知 as the Theme主题 Building建造;
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这个被称为主题大楼(Theme Building);
00:55
that is its name名称 for reasons原因
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至于起这个名字的原因
00:57
that are still very murky模糊.
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至今不明。
00:59
And it is perhaps也许
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并且这也许是我们
01:01
the best最好 example we have in Los洛杉矶 Angeles洛杉矶
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在洛杉矶有
01:04
of ancient extraterrestrial外星人 architecture建筑.
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远古外星人建筑的最好实例。
01:09
It was first excavated出土 in 1961
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它始建于1961年
01:12
as they were building建造 LAXLAX,
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也是洛杉矶国际机场在建时
01:14
although虽然 scientists科学家们 believe that
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尽管科学家们相信
01:15
it dates日期 back to the year 2000
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它可以追溯到
01:18
Before Common共同 Era时代,
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公元前2000 年,
01:20
when it was used as
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当时它被用作
01:21
a busy transdimensional跨次 space空间 port港口
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一个繁忙的跨维空间港口,
01:24
by the ancient astronauts宇航员
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那些远古宇航员们
01:26
who first colonized拓殖 this planet行星
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他们首先开拓了这个殖民星球
01:28
and raised上调 our species种类
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让我们这些种族
01:29
from savagery野蛮 by giving us
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脱离了野蛮,
01:31
the gift礼品 of written书面 language语言
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并且教会了我们语言
01:33
and technology技术 and
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和科技
01:35
the gift礼品 of revolving旋转 restaurants餐馆.
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还有送给我们这个空中餐厅作为礼物。
01:37
It is thought to have been
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它被认为是
01:40
a replacement替代 for the older旧的 space空间 ports港口
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一个古老太空港的替代品,
01:43
located位于, of course课程, at Stonehenge巨石阵
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当然,古老太空港指的是巨石阵
01:46
and considered考虑 to be
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并且它被认为是
01:47
quite相当 an improvement起色
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一个经过改进的
01:48
due应有 to the uncluttered整洁 design设计,
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干净的设计,
01:50
the lack缺乏 of druids德鲁伊 hanging around all the time
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没有了周围德鲁伊教挂像,
01:53
and obviously明显, the much better
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并且显而易见的是,它有很方便进出的
01:55
access访问 to parking停車處.
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停车场。
01:56
When it was uncovered裸露,
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当它被建好后,
01:59
it ushered迎来 in a new era时代
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它引领了一个新设计时代,
02:01
of streamlined流线型, archaicallyarchaically futuristic未来 design设计
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即流线型古风的未来派设计
02:04
called GoogieGoogie,
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也叫做“古吉(Googie 音译)”派,
02:05
which哪一个 came来了 to be synonymous代名词 with
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后来被等同于喷气机时代
02:07
the Jet喷射 Age年龄, a misnomer用词不当.
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是个错误的说法。
02:09
After all, the ancient astronauts宇航员 who used it
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毕竟,古代宇航员并不常用
02:12
did not travel旅行 by jet喷射 very often经常,
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喷气式飞机旅行,
02:14
preferring宁愿 instead代替 to travel旅行 by feathered羽毛 serpent
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他们更喜欢乘坐
02:17
powered动力 by crystal水晶 skulls头骨.
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由水晶头骨驱动的羽蛇。
02:20
(Applause掌声)
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(掌声)
02:22
(Music音乐)
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(音乐)
02:26
Ah yes, a table.
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啊,是的,一张桌子。
02:30
We use these every一切 day.
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我们每天都会用的桌子。
02:31
And on top最佳 of it,
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还有在它的上面,
02:33
the juicy多汁 salif萨利夫.
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一个榨汁机(juicy salif)。
02:35
This is a design设计 by Philippe菲利普 Starck斯塔克,
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这是由菲利普·斯塔克设计的,
02:36
who I believe is in the audience听众 at this very moment时刻.
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我相信现在他就在观众席里。
02:38
And you can tell it is a Starck斯塔克 design设计
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你们一眼可以认出是斯塔克的设计
02:40
by its precision精确, its playfulness嬉闹,
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因为它的精致,趣味感,
02:44
its innovation革新 and
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创新性和
02:46
its promise诺言 of imminent即将来临 violence暴力.
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暴力临头感。
02:49
(Laughter笑声)
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(笑声)
02:51
It is a design设计 that challenges挑战 your intuition直觉 --
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这个设计很挑战你们的直觉 -
02:54
it is not what you think it is when you first see it.
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它不是你们一眼就能认出的东西。
02:57
It is not a fork叉子 designed设计
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它不是一个三脚叉
02:58
to grab three hors开胃 d'oeuvres小菜 at a time,
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一次可以叉到三个开胃菜,
03:02
which哪一个 would be useful有用 out in the lobby前厅,
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当然我想说这种三脚叉在外面休息室里
03:04
I would say.
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会有些作用。
03:05
And despite尽管 its obvious明显
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尽管很明显,它的设计
03:06
influence影响 by the ancient astronauts宇航员
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受到远古外星人的影响
03:08
and its space空间 agey-nessagey岬 and tripodismtripodism,
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并且它很有宇宙太空感又是三角架样式,
03:12
it is not something
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但它不是设计用来
03:13
designed设计 to attach连接 to your brain
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扎牢在你的大脑上
03:16
and suck吮吸 out your thoughts思念.
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并且吸取你的思想。
03:18
It is in fact事实 a citrus柑橘 juicer榨汁机
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事实上它是一个榨汁机
03:20
and when I say that,
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一旦我说穿了,
03:22
you never see it as anything else其他 again.
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你就再也不会认为它是别的什么东西了。
03:25
It is also not a monument纪念碑 to design设计,
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它不仅是是一个设计经典,
03:29
it is a monument纪念碑 to design's设计的 utility效用.
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更是一个实用设计的典范。
03:31
You can take it home with you,
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你可以拿它回家,
03:33
unlike不像 the Theme主题 Building建造,
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这与主题大楼不一样,
03:35
which哪一个 will stay where it is forever永远.
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它将永远待在原址上。
03:38
This is affordable实惠
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它很实惠
03:39
and can come home with you
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并且可以带回家,
03:41
and, as such这样, it can sit
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就像这样,把它放到
03:43
on your kitchen厨房 counter计数器 --
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厨房台面上 -
03:45
it can't go in your drawers抽屉;
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不要把它放到抽屉里;
03:47
trust相信 me, I found发现 that out the hard way --
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相信我,我曾很努力的尝试过 -
03:49
and make your kitchen厨房 counter计数器 into
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并且它会把你的厨房台面
03:51
a monument纪念碑 to design设计.
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变成一个设计典范。
03:53
One other thing about it,
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另外,
03:54
if you do have one at home,
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如果你家里拥有一个这个,
03:56
let me tell you one of the features特征 you may可能 not know:
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让我告诉你一个你也许不知道的作用:
03:58
when you fall秋季 asleep睡着,
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当你熟睡的时候,
04:00
it comes alive
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它会活过来,
04:03
and it walks散步 around your house
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并且在你的房子里走来走去,
04:05
and goes through通过 your mail邮件
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并且帮你查看信件,
04:07
and watches手表 you as you sleep睡觉.
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并且在你睡觉的时候默默的看着你。
04:09
(Applause掌声)
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(掌声)
04:13
Okay, what is this object目的?
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好吧,这是个什么东西?
04:20
I have no idea理念. I don't know what that thing is.
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我没有一点头绪,我不知道这是什么。
04:23
It looks容貌 terrible可怕. Is it a little hot plate盘子?
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它看起来很糟糕。是一块小电热板?
04:25
I don't get it.
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我不清楚。
04:27
Does anyone任何人 know? Chi?
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有没有人知道?琦(Chi 音译)?
04:29
It's an ... iPhone苹果手机. iPhone苹果手机.
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它是...iPhone (苹果手机),iPhone。
04:30
Oh yes, that's right, I remember记得 those;
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哦,是的,是这样,我记起来了;
04:33
I had my whole整个 bathroom浴室 tiles瓷砖
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我曾把浴室里的瓷砖
04:35
redone重做 with those back in the good old days.
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都换成了它,在过去美好的日子里。(开个玩笑)
04:38
No, I have an iPhone苹果手机. Of course课程 I do.
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不,我有iPhone。我当然有。
04:40
Here is my well-loved深受喜爱 iPhone苹果手机.
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这是我非常喜欢的iPhone。
04:42
I do so many许多 things on this little device设备.
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这个小手机让我做很多很多事。
04:45
I like to read books图书 on it.
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我喜欢用它读书。
04:47
More than that, I like to buy购买 books图书 on it
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我更喜欢用它购买图书,
04:49
that I never have to feel guilty有罪 about not reading
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它不会让我感到不读书的内疚,
04:51
because they go in here and I never look at them again
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因为我把图书买到手机上后就再也不会看它们一眼,
04:53
and it's perfect完善.
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这非常好。
04:56
I use it every一切 day to
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我可以每天用它
04:58
measure测量 the weight重量 of an ox,
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举个例子,
05:00
for example.
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称牛的重量。
05:02
Every一切 now and then,
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我承认
05:04
I admit承认 that I complete完成
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不时地,
05:05
a phone电话 call on it occasionally偶尔.
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我会偶尔用它打个电话。
05:07
And yet然而 I forget忘记 about it all the time.
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好在我还没有完全忘记这个功能。
05:11
This is a design设计
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这个设计就是
05:13
that once一旦 you saw it,
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当你第一眼看到它时,
05:15
you forgot忘记 about it.
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你会忘记它。
05:16
It is easy简单 to forget忘记 the gasp-inducement喘气诱因
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它很容易就被忘记
05:19
that occurred发生 in 2007 when you first
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发生在2007年的你第一次触摸它时的震惊感,
05:22
touched感动 this thing because it became成为
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因为它普及的
05:24
so quickly很快 pervasive无处不在
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太快了,
05:26
and because of how instantly即刻
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并且因为不知不觉间
05:28
we adopted采用 these gestures手势
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我们已经习惯这些手势操作
05:31
and made制作 it an extension延期 of our life.
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并且成为我们日常生活的一部分。
05:34
Unlike不像 the Theme主题 Building建造,
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不像主题大楼,
05:36
this is not alien外侨 technology技术.
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它不是外星科技。
05:38
Or I should say,
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或者我应该说,
05:40
what it did was it took technology技术
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它所做的是应用这些高科技——
05:42
which哪一个, unlike不像 people in this room房间,
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不同于在座的各位,
05:43
to many许多 other people in the world世界,
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对于世界上其他人来说,
05:44
still feels感觉 very alien外侨,
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还是会感到非常陌生,,如同外星科技般的技术——
05:46
and made制作 it immediately立即 and instantly即刻 feel
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并让这项高科技很快上手
05:48
familiar and intimate亲密.
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并被人熟悉使用。
05:50
And unlike不像 the juicy多汁 salif萨利夫,
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而且不像榨汁机设计,
05:52
it does not threaten威胁
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有一种强加于
05:54
to attach连接 itself本身 to your brain,
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你大脑之上的胁迫,
05:56
rather, it simply只是
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它是自然而然的
05:58
attaches武官 itself本身 to your brain.
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附加到了你的大脑上。
06:00
(Laughter笑声)
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(笑声)
06:02
And you didn't even notice注意 it happened发生.
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并且你并没有注意到这种情况已经发生了。
06:05
So there you go. My name名称 is John约翰 HodgmanHodgman.
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就说这么多了。我的名字叫约翰・霍奇曼。
06:07
I just explained解释 design设计.
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刚才我解释了设计。
06:10
Thank you very much.
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非常感激。
06:12
(Applause掌声)
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(掌声)
Translated by Bill Wang
Reviewed by Tyler Yan

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ABOUT THE SPEAKER
John Hodgman - Expert
John Hodgman is a writer, humorist, geek celebrity, former professional literary agent and expert on all world knowledge. He was the bumbling PC in Apple's long-running "I'm a Mac; I'm a PC" ad campaign.

Why you should listen

You may know him only as the PC in Apple's PC vs. Mac smackdown ads, or as the Daily Show with Jon Stewart's Resident Expert. But John Hodgman has many other claims to fame. He's the author of The Areas of My Expertise, which provides vital and completely fake details on the great lobster conspiracy, hoboes, nine US presidents who had hooks for hands, and how to win a fight; the followup More Information Than You Require; and his newest (and he claims last), That Is All.

He is a contributing writer for the New York Times Magazine; host of the Little Gray Book Lectures, a monthly series that has aired on This American Life; and an actual former professional literary agent.

More profile about the speaker
John Hodgman | Speaker | TED.com